Hospitality Design - November 2013 - 120

back space

views on 'feeling good' with

jonathan
kaplan
CEO, The Melt

Why a concept based on grilled cheese?
The concept was a farm-to-table fast-casual restaurant. We
wanted something comforting that brought back memories,
yet is good for you, too. Yes it's grilled cheese, yes it's soup,
and yes it's salad, but you can have a whole meal for 550
calories-less than one burger at a fast food restaurant.

What is it about grilled cheese that
resonates so powerfully with customers?
There are few foods as emotional-everyone in America has
a memory about grilled cheese. You remember it from your
childhood when Mom made it while you were sick.

How has technology helped make the Melt
experience a blissful one?
We partnered with Electrolux to create a grilled cheesemaking machine that makes sure every melt is ready in a
minute and is consistently good. We make our own soup
and flash-freeze our tomatoes and re-thermalize them at
a gentle temperature so you get the best taste-without
adding sugar-no matter what season. And on the customer
experience side you can order on your phone, and if you are
logged into Facebook we will play your favorite music when
you walk in. It makes a customer feel like 'this brand gets me.'

What else brings you joy?
I spend a lot of time on philanthropic efforts. I am a chairman
of EducationSuperHighway, which aims to bring high-speed
internet to every public high school in America, and I created
the Open Field Entrepreneurs Fund, helping Carnegie
Mellon University alumni (of which I am one) start companies.
We have funded thirty-eight startups so far.

120

November 2013 hospitalitydesign.com


http://www.hospitalitydesign.com

Table of Contents for the Digital Edition of Hospitality Design - November 2013

Table of Contents
Hospitality Design - November 2013 - Intro
Hospitality Design - November 2013 - Cover1
Hospitality Design - November 2013 - Cover2
Hospitality Design - November 2013 - 1
Hospitality Design - November 2013 - 2
Hospitality Design - November 2013 - 3
Hospitality Design - November 2013 - 4
Hospitality Design - November 2013 - 5
Hospitality Design - November 2013 - 6
Hospitality Design - November 2013 - 7
Hospitality Design - November 2013 - 8
Hospitality Design - November 2013 - 9
Hospitality Design - November 2013 - 10
Hospitality Design - November 2013 - 11
Hospitality Design - November 2013 - 12
Hospitality Design - November 2013 - 13
Hospitality Design - November 2013 - 14
Hospitality Design - November 2013 - 15
Hospitality Design - November 2013 - 16
Hospitality Design - November 2013 - 17
Hospitality Design - November 2013 - 18
Hospitality Design - November 2013 - 19
Hospitality Design - November 2013 - 20
Hospitality Design - November 2013 - Table of Contents
Hospitality Design - November 2013 - 22
Hospitality Design - November 2013 - 23
Hospitality Design - November 2013 - 24
Hospitality Design - November 2013 - 25
Hospitality Design - November 2013 - 26
Hospitality Design - November 2013 - 27
Hospitality Design - November 2013 - 28
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Hospitality Design - November 2013 - 30
Hospitality Design - November 2013 - 31
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Hospitality Design - November 2013 - 33
Hospitality Design - November 2013 - 34
Hospitality Design - November 2013 - 35
Hospitality Design - November 2013 - 36
Hospitality Design - November 2013 - 37
Hospitality Design - November 2013 - 38
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Hospitality Design - November 2013 - Cover3
Hospitality Design - November 2013 - Cover4
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